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A big part of the Xero success story can be attributed to our blog. Here are some insights into our strategy on writing and managing a business blog as a team.
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Philip Fierlinger Head of Design at Xero
philip@xero.com
XERO NEWSIS GOOD NEWS
DRURY.NET.NZFounder, CEO, entpreneur, rockstar blogger
COOL KIDS CLUBCan’t be web 2.0 without blog
GET TO KNOW USStart a relationship with customers
HOMEBREWFell into trap of the “technology stack”
CORPORATE PROPAGANDAIs it a blog if people can’t comment?
ANYTHING YOU SAY CAN AND WILL BE USED AGAINST YOUPre-IPO: market sensitive information is no-go
BEST TOOL FOR THE JOBEasy, powerful, flexible, well supported (like Xero)
BUILD AN AUDIENCEProviding insight on things that matter: Business, technology, design
ESTABLISH A VOICEConversational, personable, transparent
SUBJECT MATTER EXPERTSGetting the team to contribute (or be attributed)
SET THE PACEFind an angle Punchy headlinesShort & sharp copyEvocative photos & graphics
CONSTANT BALANCING ACT
QUANTITY VS QUALITYAim for daily updates, keep the interest, time important updates
EDITORIAL REVIEWVSANYTHING GOES Maintain high quality & stay “on brand” with different writers
OFFICIAL VS CASUALStart-up vs publicly listed company
BLOG VS <LATEST CRAZE>Newsletters, Forums, PR, TwitterThe medium is the message
GLOBAL VS REGIONALInternationalisation
GLOBAL VS REGIONALInternationalization
MEASURE OF SUCCESSCommentsStimulate feedback, comments sidebar
Inbound and internal trafficSEO
INFINITY AND BEYONDWordpress as CMSVideo pages, Multi-user
Wordpress as community platformComments, ratings
XERO IS HIRINGDESIGNERS &DEVELOPERSPhilip Fierlinger Head of Design at Xero
philip@xero.com
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